Daniela Tombini opens concept store in São Paulo and launches line aimed at the foreign market

Homewear and underwear brand Daniela Tombini, a member of Texbrasil – Brazilian Textile and Fashion Industry Internationalization Program, held through a partnership between Apex-Brasil (Brazilian Trade and Investment Promotion Agency) and Abit (Brazilian Textile and Apparel Industry Association) – is opening a concept store in the city of São Paulo. The label’s new point of sale is located in the Moema district, on São Paulo’s south side.

The launch event is being held April 25. During the event, Daniela Tombini will also show her fall/winter collection, entitled Urban Essence, which discusses coming to the city, and the brand’s first resort line.

According to Eduardo Tombini, the company’s Industrial Director, the point of sale, which also holds a showroom, was fully designed with the label’s voluminous collections in mind, in order to easily reorganize products.

“The new collection has 700 items, for example. So having a flexible store is a huge strength. Another point was the choice of location since, with this store, we wanted to optimize delivery of products sold online and bring in storeowners to shop our showroom,” Eduardo explains.

The director also says that the resort line was designed with the foreign market in mind as well. “Today, we export to Paraguay and Chile; in fact, our Chilean customers came from the Roadshow we did with the Program, and now we are betting on the market in the USA. That is why we have started investing in fitness and resort lines since we’ve seen that Brazilian fashion is an object of desire in the country,” he says.

Planned growth

The store not only holds a point of sale and showroom but will also be used to host conventions to train representatives. This is part of the brand’s expansion project, which began in 2013 with the launch of its first concept store, in Caçador, in the heartland of Santa Catarina, where the Daniela Tombini headquarters and factory are located. In 2018, strategic planning resulted in the openings of two brick-and-mortar stores: in the cities of Balneário Camboriú and Curitiba.

About Texbrasil
The Brazilian Textile and Fashion Industry Internationalization Program (Texbrasil) works with textile and apparel industry companies to develop strategies for success in the global market. Over nearly 20 years, it has helped around 1500 brands to enter the export market, bringing in USD 3.6 billion in business. The Program is conducted by Abit in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).